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How to Promote a Podcast: 2022 Ultimate Guide

Updated: May 3

If you need to know how to promote a podcast, you’re in the right place.

We speak to podcast hosts all the time, and aside from starting a podcast, they all say that marketing is their biggest challenge.

There are currently more than half a million podcasts. They are more popular than ever. According to 2018 data from Edison Research, podcasting continues to grow steadily every year. 44% of Americans say they’ve listened to a podcast, which is up 5% from the previous year. And yet, many podcasts have podfaded (slowed and/or stopped releasing episodes). Why? Because promoting a podcast is hard. Plenty of podcast hosts create exceptional content, but can’t get people to listen, so they move on to other projects.

Our goal is save you from a similar fate.

Below you’ll find a big list of podcast marketing tactics. These will teach you how to promote a podcast.

But before we dive in to the actionable strategies, it’s important you understand these three rules.

Rule #1: Provide Value

The best long-term strategy to promote a podcast is by providing value. Gimmicks and shortcuts may work in the short-term, but they won’t sustain you. Instead of leaping on the latest marketing trend, focus on creating value through strong relationships and quality content.

Rule #2: Focus on Your Audience

It would be great if your podcast appealed to everyone, but that’s probably not the case. Instead of trying to market to all podcast listeners, focus on the ones who get the most value from your show. Over time, take steps to learn as much as you can about that audience so you can design promotions that finds them with the right messaging.

As you learn about your listener, put together an audience persona document. This will aggregate everything you know about your customer so you can refer to it when you craft marketing copy or images. Rule #3: Experiment and Measure

Whenever you take steps to promote a podcast, it’s important to try new things and measure their results. In fact, you should run multiple tests to find the tactics that work. Don’t rely on your “gut feeling.”

For instance, let’s say you decide to answer questions on Quora to drive traffic to your podcast. It would be smart to add tracking code to your links to determine just how much traffic you create. Otherwise you’d never know if that tactic was successful.

How to Promote a Podcast 20 Marketing Tactics

Here’s a big list of strategies to promote a podcast, but they won’t all work for you. You’ll have to find the ones that appeal to your audience.

For instance, posting on social media is usually a staple of podcast promotion plans, but it wouldn’t make sense for a niche audience who doesn’t use social media. In this case, you would want save yourself the hassle and focus on a tactic that would reach them.

1. Release at Least 3 Episodes on Launch Day

If you haven’t launched your podcast yet, create three episodes before you release. Online business coach Pat Flynn recommends posting three to five episodes at launch so new listeners can binge a bit. “I actually received negative reviews from people who had listened to the first episode and were upset that there was only one,” he says.

If you don’t have a few episodes for new listeners to explore, there’s a good chance they won’t become invested and will probably forget about you.

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2. Convert Your Podcast Audio to a YouTube Video

Repurposing your podcast for other platforms is a fantastic way to promote, especially on YouTube. Not only does it give people something to share, it also offers some SEO benefits. Besides, it doesn’t require much work since you’ve already create